Seifelden Moustafa

Leading marketing, growth, and communications strategy for digital payments and
telecom services app through critical product relaunch phase, with direct
accountability for brand recovery, user trust restoration, and growth reactivation.

*Strategic Leadership:*

Crisis & Recovery Strategy: Directed the end-to-end post-crisis brand recovery and market re-activation
strategy for a digital payments and telecom services app, restoring user trust and accelerating reactivation
rates.
Cross-Functional Alignment: Orchestrated cross-functional alignment between product, operations, and
customer support using unified messaging frameworks to optimize UX consistency and customer
satisfaction.
Growth Systems: Designed and deployed lifecycle marketing campaigns and user reactivation programs,
driving a significant lift in daily active users (DAU) and monthly active users (MAU).
Performance Tracking: Established real-time performance tracking and KPI dashboards utilizing analytics
tools to measure campaign ROI, reactivation velocity, and user retention.

Strategic Decisions & Ownership:
Expansion Strategy: Directed 10x branch expansion (3→33 locations) balancing growth velocity with unit economics, contributing to 15M+ SAR annual revenue increase while maintaining brand consistency and operational profitability
Portfolio Management: Owned full P&L for 6+ brand launches, making critical go/no-go decisions on market entry, pricing strategy, and resource allocation — achieving break-even within 11 months vs. industry average 18 months
Budget Reallocation: Restructured 5.8M+ SAR marketing investment across channels, shifting 35% from traditional to digital, resulting in 40%+ ROI improvement and 18.7x ROAS on performance campaigns
Commercial Systems: Championed e-commerce revenue stream development and CRM infrastructure buildout, managing vendor selection, implementation roadmap, and change management — generating substantial incremental revenue with positive contribution margins
Market Positioning: Led strategic decision to reduce CAC 40% while scaling volume, navigating trade-offs between brand building and performance marketing to support sustainable expansion
Leadership & Governance:
Built marketing organization of 18+ with clear accountability structure, KPI frameworks, and quarterly business reviews
Partnered with ownership on annual planning, revenue forecasting, and capital allocation for expansion decisions
Managed 5.8M+ SAR annual budgets with full financial accountability and board-level reporting

GTM Strategy: Architected and executed the go-to-market (GTM) strategy and commercial operations
across a diversified business portfolio, establishing repeatable revenue growth models that accelerated
sales pipelines and reduced sales cycle duration by 25%.
Financial Planning: Designed unified revenue forecasting and capital allocation frameworks, improving
forecasting accuracy by 15% and aligning marketing, sales, and operations to maximize contribution
margins and organizational efficiency.

Leading revenue strategy, commercial operations, and go-to-market execution for
diversified business group.

• Developed cross-border acquisition strategies for SaaS, retail, and F&B clients
• Implemented marketing automation and performance tracking aligned with
business KPIs
• Oversaw performance marketing operations and stakeholder management
across multiple verticals

Cross-Border Acquisition: Formulated cross-border customer acquisition strategies for SaaS, retail, and
F&B clients, facilitating entry into North American and MENA markets while aligning campaigns with
corporate growth targets.
Marketing Automation: Deployed enterprise-wide marketing automation platforms and CRM workflows to
align marketing performance directly with corporate revenue KPIs.
Performance Marketing: Managed performance marketing operations and senior stakeholder relations
across multiple verticals, optimizing overall campaign spend and client ROI.

Promotion Path: Senior Marketing Specialist (2020) → Marketing Manager (2022) → Marketing Director (2023)
Multi-Location Expansion: Shaped market demand and directed a 10x multi-location scaling strategy
(expanding from 3 to 33 branches) across KSA while maintaining positive unit economics, delivering a
15M+ SAR annual revenue increase.
Portfolio Management: Managed the full P&L and commercial operations for Sultan Groups brand portfolio
—including Riyal Albarakah, Teller, Tots, Qadmah, Advan, and Sultan Factory (Sultan Tissue); directed
market-entry, pricing, and resource allocation strategies to achieve break-even within 11 months
(outperforming the 18-month industry average by 38%).
Budget Reallocation: Optimized a 5.8M+ SAR annual marketing budget by shifting 35% of spend from
traditional to digital media, capturing a 40%+ ROI improvement and an average 18.7x ROAS on
performance marketing.
Commercial Systems: Championed the omnichannel e-commerce expansion and CRM infrastructure
buildout (HubSpot/Salesforce), driving double-digit growth in digital revenue and increasing brand impact
with positive contribution margins.
CAC Optimization: Decreased Customer Acquisition Cost (CAC) by 40% while scaling acquisition volume
by balancing brand equity campaigns with high-intent performance marketing.
Leadership & Governance: Recruited and led a high-performing cross-functional marketing organization of
18+ specialists, establishing clear KPI frameworks and Quarterly Business Reviews (QBRs).
Corporate & Family Office Planning: Partnered directly with business ownership and family offices on
annual planning, revenue forecasting, and capital allocation for expansion decisions.
Board Reporting: Managed a 5.8M+ SAR annual marketing budget with full financial accountability and
delivered monthly performance reports to the Board of Directors.

• Increased lead generation by 20% through integrated campaigns
• Improved conversion rates by 10% via sales-marketing alignment
• Managed brand positioning across digital and traditional channels

Lead Generation: Increased lead generation by 20% by designing and executing omni-channel campaigns
across digital and traditional media channels to drive category growth.
Sales-Marketing Alignment: Improved lead-to-opportunity conversion rates by 10% through the
implementation of a unified sales-marketing alignment framework.
Brand Positioning: Supervised brand positioning and messaging consistency across all customer-facing
touchpoints, enhancing brand recall.

developing and executing marketing strategies, creating content for all platforms, managing customer relationships, and overseeing the implementation of campaigns. working closely with other teams such as sales and product to ensure that marketing objectives are met.